Analysis on the Value Co-creation Mode of Agricultural Regional Brand——A Case Study of ″Lishui Mountain Cultivation″ Brand

The theoretical framework of the value co-creation mode of agricultural regional brand was constructed from three aspects of connotation, element composition and operation process. By taking the agricultural regional brand "Lishui Mountain Cultivation" as an example, the value co-creation behavior of agricultural management entities was analyzed and its value co-creation mode of brand was summarized combined with its commercial practice and innovation activities. The study found that the value co-creation of agricultural regional brand included three major elements:role, platform and action, of which the platform was an important carrier for the agricultural regional brand management entities to implement the value co-creation strategy. All relevant stakeholders of the brand value co-creation of "Lishui Mountain Cultivation" shared the information, integrated the resources and participated in the interaction on the service platform for agriculture, so as to realize the cooperation and co-existance, and achieve the brand value innovation of "Lishui Mountain Cultivation". In the future strategic practices of agricultural regional brand value co-creation, the government should strengthen the macro-management and regulation, perfect the government functions, train a batch of powerful management organization, and strengthen the demonstration effect.